Tracking Top 7 Essential KPIs Of A Restaurant Website Using Google Analytics

February 18, 2019

If you are not currently using website analytics to understand how your customers interact with your restaurant website - you should be.

What is Key Performance Indicator (KPI) reporting?

In a data-driven world, KPI (Key Performance Indicators) reports can empower your restaurant business to make informed decisions based on actionable insights.

What is Google Analytics?

Google Analytics is a web analytics service offered by Google which allows you to monitor and measure many aspects of your website performance, digital activities and get insight on various KPIs important for your restaurant business.

1. Visits

Do you wonder how many times your website pages are visited on daily, weekly and monthly basis and if these visits are increased or decreased over time? This information can be very useful to measure the performance of any digital campaigns you may be running on any digital channels such as Social Media Networks, Search Engines or any other business listing directories. After all, the customer journey starts from a visit which can turn into a sale, a reservation or any other important action you want your visitors to perform on your website.

2. Users

Same as visits, Users gives you insight on the number of people visiting your website.

3. Conversion

Tracking reservations or online orders are probably the most important KPIs for any restaurant business. Therefore, understanding what leads to a conversion (Reservation, Newsletter subscription, Online order, etc) allows you to improve the performance of your digital activities and customer journeys on your website.

4. Device Type

Is your website mobile-friendly? The number of people using mobile devices to access internet were twice as laptop/desktop users in the UK, Statisa, 2018. Understanding what devices your customers use to view and navigate your website gives you useful insight to optimise your website for different devices.

5. Digital Channels

There are many sources from which your getting the traffic on your website such as:

Measuring the performance of these channels in terms of traffic and reservation can help you optimise your marketing spend and improve the return on your investment(ROI) for each channel.

6. Website Pages

Every web page serves a different purpose. However, reservation, menu and contact pages might be more important than other pages on your website. Tracking and understanding how these pages perform can be very important in terms of improving the User Experience (UX).

7. Conversion Rate (CR)

CR is one of the highly used KPIs for most businesses which indicates what percentage of your website visitors are converted; completed a desired action such as reservation, newsletter subscription, phone call etc.